How the marketing strategy is more focused on women?
From the breakup to the beginning - History
Whitney Wolfe took part in 2012 in the launching of Tinder, the currently leader of dating apps. She was co-founders, in charge of marketing. After a relationship with one of co-founder, J. Mateen, things went wrong and W. Wolfe began to feel denigrated in her work environment, she though women were not treating well and not equally in this company, meaning on the platform also. She left Tinder, has pursued the founders for sexual harassment and won the trial. This experience led her to her concept, she wanted to give the power to women and changed the “codes” of dating. The most important was she wanted to take part to something bigger by creating a business equal and inclusive. She launched Bumble in 2014.
Welcome to Bumble
To revolutionize the dating’s codes, she decided to create her own application with her rules. She created a new dating app named “Bumble”. The concept is that only women can take the first step. If there is a match, only women can send a message and they have 24 hours to do it, otherwise the match will be deleted. W. Wolfe’s objective was to give the control to women, also to make them feel confident and safe to meet new people. This concept creates a better commitment of women because they are aware that they must do the first step. That shows a real interest, finally men feel appreciated.
Bees and Bizz
The brand identity of the company embodies the women’s empowerment. W. Wolfe and her co-founders liked the image of the “queen of bees”, which has the control and takes the decisions, that’s how the idea of “Bumble” came. To continue, the logo is yellow in reference to bees’ honey, the form is a honeycomb which could be represented as a network but also as a united environment of people, other analyses define the horizontal lines of different sizes, such as sound waves in reference to conversation.
Values to value added
W. Wolfe has been clear, she wants an application for all with inclusion, in a safe environment, she has also bigger expectations concerning societal issues such as equality for men and women but also create a better internet. That is effectively showed for the users’ app. At the end of the profile creation, a message appears to enunciate Bumble’s values. That is an inclusive application, and it won’t accept any discriminant message about religions, origins, sexual orientations… There are also strict rules about the pictures chosen for the profile, the pictures in wearing underwear, swimwear, shirtless are prohibited, mainly because W. Wolfe defends that “in the street you can’t wearing like this so it should be the same on internet”. Porn contents, pictures of hunt and with weapon are forbidden too.
Technologies and safety
To go further in creating a real safe environment, Bumble is taking care of its users. In the application there is a section of “safety and wellness”. This tab is dedicated for the users who would feel unsafe or psychologically unwell due to the dating apps or even in their own life.
There are different sections, one about mental burnout, with some articles about anxiety, doubt, and burnout. There are other sections about feeling of rejection, harmful attitude, and safety in dating. These articles are here to help users and bring a support.
W. Wolfe goes even deeper with a high demand in its technologies, its robot can detect 98% of inappropriate pictures according to Bumble’s rules, and they are working on a “private detector” which warns users about inappropriate contents received. She is focusing on how technologies can create a better and safer internet for users.
Bumble takes part of the women’s empowerment but also to go further for a better use of internet, now Bumble turns to a new positioning, by being no just a dating app but being a new way to meet people.
Fiona Vandevelde
671 words.
References:
Image of Bumble.
Bumble. 2021. Bumble - Date, Meet, Network Better. [online] Available at: < https://bumble.com/en/ > [Accessed 20 October 2021].
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